Taste hints for packaging colors

[China Packaging Network News] When it comes to children's food packaging, color plays a crucial role in capturing attention and conveying the essence of the product. This article explores how different colors are used in food packaging to evoke specific taste perceptions. Colors not only add visual appeal but also serve as powerful cues that influence consumers' expectations about flavor.

For instance, red is commonly associated with sweetness and is often used in packaging for desserts or sugary treats. Yellow, on the other hand, tends to suggest the aroma of baked goods or something warm and comforting. Orange-yellow, which sits between red and yellow, can convey a citrusy flavor—sweet yet slightly tart, much like an orange.

Green is typically linked to freshness, crispness, and sourness. It’s often used for products like vegetables or fruit juices. Blue, however, is rare in natural foods, so when it’s used in packaging, it’s usually for aesthetic purposes—giving a clean, elegant look. A well-known example is the Danish blue cheese cookie, where blue is used more for visual impact than flavor association.

When it comes to expressing stronger or milder taste characteristics—such as softness, stickiness, hardness, or smoothness—color intensity and brightness play a big role. Dark reds and reds might be used for highly sweet products, while pink or light reds suggest a moderate level of sweetness. Orange, in contrast, may indicate a lighter, more refreshing flavor. Some packages even use the actual color of the food itself to communicate taste, such as dark brown for coffee or chocolate.

However, color perception can vary from person to person. Different studies have shown varying results. For example, Japanese colorist Naito Tetsujiro found that yellow, white, and pink are associated with sweetness, green with acidity, brown, gray, and black with bitterness, and white and blue with saltiness. Meanwhile, colorist Esbirk’s research suggested that orange-red represents sweetness, green and blue-green represent acidity, black represents bitterness, and blue represents saltiness. Another study by Gringer showed that pink suggests sweetness, green indicates sourness, blue-purple represents bitterness, and blue is linked to saltiness.

These findings highlight that while there are general associations between colors and tastes, they aren't absolute. In food packaging design, it's important to consider cultural context, target audience, and brand identity when choosing colors. Sometimes, combining color with text or imagery can better communicate complex flavors like bitterness, saltiness, or even the unique sensation of "hemp" (a less common taste). These elements can be further enhanced through mood-setting visuals or descriptive language.

In conclusion, color is a powerful tool in food packaging, helping to visually express taste information. However, it’s not always sufficient on its own. Combining color with other design elements ensures that the message is clear, effective, and engaging for the consumer.